Sunday was the summer solstice, the longest day of the year and for some the summer had arrived. Sadly in the UK Summer has done a disappearing act. To celebrate the first day of Summer, Nestle via its Drumstick Periscope account announced that they would be paying a load of Periscope users to live stream their shows and talking and/or showing the ice cream. The live streams would add the #ad hashtag for full disclosure.
I watched Keaton- AKA @keat on Periscope on a beach eating and slurping his way through one of their cones. It became obvious to me that for brands, businesses both big and small this is a massive opportunity for them. Periscope is visual on steroids. We love visual, you only have to look at how Instagram, Pinterest and Twitter with its images have taken off massively. A picture paints a 1000 words. How many does a live stream paint?
It was interesting how Keaton – aka @keat on Periscope was wearing another brands t-shirt. I wonder if he was being paid to endorse that? Yes, there are issues with live streaming on Periscope. It is live, unscripted, and anything can happen and for many large brands that already has them trembling at the knees, and having heart palpitations.
But for smaller businesses, or for those brands that are a tad more risk averse perhaps, the opportunities to gain a global worldwide audience through Periscope are undeniable. The fact that Periscope is integrated through Twitter offers any business a huge marketing opportunity.
I am sure that we will be seeing more and more businesses working with users on Periscope to market their products. All done in a non selling type way, and made to look as though it is not even an advert. Perhaps the industry to be in is the branded mugs, hats & t-shirts game. I am sure we will see more and more people at home, in the garden walking the streets of their towns and cities wearing branded clothing, or clothing with logos of companies that have reached out to them to work with them.
One of the features of Periscope is that all shows that are only saved to Periscope only stay available to the public to view for 24hrs. So it got me thinking. Rather than that feature being a bad thing, I actually think its an awesome thing and could be utilised by so many different businesses.
Imagine if you do flash sales, 24hr sales, limited time offers.. Now you can do a livestream on Periscope of the products and services you are offering, and on the livestream offer a special 24hr price, an exclusive price that will only last for 24hours as that is how long the video will be available for.
This idea will drive you new followers to follow you on Periscope, and will encourage people to make a snap decision as they only have 24hrs to buy the goods. At present, they will have to leave the site and come to your site to buy the goods, but in the future I would hope Periscope which is owned by Twitter will add a buy now button or a link to buy now from the livestream.
Video has been shown to increase the chances of someone buying the products from you by 144% in a study done by Cisco. So now they get to see the livestream of the products, and then have a 24hr window to buy them. It can be easily tracked as well as the code or link you give in 1 show can be totally different to any other codes…